Table of Contents

1. Executive Summary.02
2. Company Background Information (Robi)..03
3. Vision & Mission of the Company.04
4. Current Goals & Objectives05
5. SWOT Analysis..06
6. Challenges& Opportunities08
7. Conclusion..09
8. References..10

Page 2

Executive Summary
Robi Axiata Limited is one of the largest telecom companies in Bangladesh and day by
day they are doing very good. They brought a huge change after they are rebranded form
AKTEL to Robi. Gradually they are improving every thing into their organization. They
are becoming an employer brand to the others because of their very structured HR and
their policies. In my report I tried to describe in depth about Robi Axiata limited and how
they are doing employer branding. All the methods they are following is also discussed
here. I tried to show the comparison of employer branding within the same industry
between Grameenphone, Banglalink and Robi. The SWOT of Robi is described also.
Lastly I tried to come up with some own recommendations which I think Robi should
follow to take the higher position in terms of employer branding in telecom sector.

Page 3

Company Background Information

Company Profile:Name
: Robi Axiata Limited
Founded
: 1997
Industry Type: Mobile Telecommunication
Products
: Mobile Telephony, EDGE, GSM, GPRS, International Roaming
Current CEO : Supun Weerasinghe
Headquater : Robi Corporate Office, 53 Gulshan South Avenue, Gulshan-1, Dhaka,
Bangladesh
Area Served : All over Bangladesh (covers 99% of the total population)
Slogan
: Ignite the power within
Website
: www.robi.com.bd

Picture:- Logo of Robi Axiata Limited

Short Descripotion:-Robi Axiata Limited is one of the leading mobile telecom operators
in Bangladesh. It is a joint venture foreign company between Axiata Group Berhad of
Malaysia (92%) and NTT DoCoMo Inc. of Japan (8%). Robi commenced operation in
1997 as Telekom Malaysia International (Bangladesh) with the brand name Aktel. With
its strong network and seamless connectivity, Robi is empowering more than 24 million
people across the country.

Page 4

Vision & Mission

Vision
To be the most preferred GSM cellular service provider in Bangladesh. Robi draws on
leading edge technology to provide its service in Bangladesh, covering almost 100% of
the population; Robi is committed to provide best data and voice quality and will
continue to ensure that its customers are able to enjoy the best experience through
leading edge technology and innovative products and services.

Mission
To provide total customer satisfaction as the company strives to become the most
preferred GSM cellular service provider in Bangladesh. TMIB will achieve this through
developing people, products, and services of the highest quality and meeting the needs of
its employees, shareholders and the nation.
1)

Total quality objective

2)

Total commitment to the needs of our customers,

3)

Following the highest ethics standards,

4)

Continual improvement of all work processes,

5)

Permanent improvement of all the employees knowledge and skills,

6) Securing quality of the service to match the quality of services offered by the worlds
most successful companies in the field
7) Preserving the Companys leading position in the national market of mobile
telecommunications.

Page 5

Current Goals & Objectives

Robi Axiata Ltd. started its commercial Operations as a GSM cellular phone operator
with the objective of offering state of the art and modern telecommunication services to
the people of Bangladesh at competitive prices.
The Company has a duel objective to receive an economic return on its investments and
to contribute to the economic development of Bangladesh through telecommunication.
This is why Robi, is aiming to place one phone in each village to contribute significantly
to the economic benefit of the poor. It is on the way to bring a total revolution in the
telecommunication field.
By attaining the success factors, Robi would like to be recognized as a reliable, honest
and committed company to its valued subscribers and stakeholders. As a customer
focused information Communication Company, Robis current goals in providing
superior service that leads to good business and good development in the society. They
believe that quality is continuous and never ending journey. Hence, every step Robi takes
is continuously upgraded and expands their network for better and more efficient services
to subscribers.

Page 6

SWOT Analysis

Strength
1. Strong Brand images to overall Customer through Advertising, Posturing, and
Sponsorship etc.
2. Offer quality products. Robi always support an entrepreneur thats why the
organization have different product for them named Uddokta & Easy Load Tariff.
3. Robi is using better equipment to give better service to their customers. Now they
are using Nokia-Siemens instead of Alka-tell to provide best quality Network.
4. Good relationship with retailer.
5. Value added service, Overall network, Lower call rate, Attractive product design,
Creative promotional activities, Large number of loyal
Customer.

Weakness
1. The customer of Robi face Network problem outside the Dhaka and sometimes
even inside Dhaka.
2. The company could not cover all the rural area with their network which is making
some dissatisfaction among the customers.
3. Average revenue of Subscriber life cycle is all most equal to the SIM tax. As a
result it.

Page 7

4. Becomes very difficult to take out profit from the operation.

Opportunities
1. Continuously increase the using rate of mobile phone in Bangladesh thats why
Robi has the opportunity to increase their customer base.
2. As Robi is using Bangla name for their products, it helps the customer to
understand.
3. The meaning of the products very well, thats why they understand which tariff, is
best for them. So they buy it more. Mostly this is suitable for uneducated people of
Bangladesh and also for rural people.
4. Increasing income of population. As much they earn that much they need to use
mobile to fulfill their working requirement.

Threats
1. Restriction of Government regulations.
2. There are five strong competitors are existing in Bangladesh for Robi. So Robi has
to face high competition to retain the customers.
3. Because of the aggressiveness of the competitors and customers connection
4. Switching behavior, Robi is constantly losing their market share. If it is going on,
then its very difficult for the company to exist.
5. Customer may switch to other operator as because recently increases of the call
rate

Page 8

Challenges and Opportunities

Challenges:
Clarity on process and terms of Telecom license renewal: The BTRC has yet to
announce the terms on which the Telecom Licenses of the Robi will be renewed when
they expire in 2011.
3G networks are expected to significantly enhance user experience: of existing data
services, with limited introduction of video and other high bandwidth services by
carriers; data ARPU of 3G subscribers is expected to be initially dominated by data
connectivity charges.
3G License uncertainty: The expected cost and terms on which 3G licenses will be
issued remains unclear.

Opportunities:
1. Reduced new rollout project time from three months to one month with the new
process and system
2. Reduced new BTS upgrade project time from two months to 20 days
3. Overall operation and rollout cost saving by 30% with a saving of about 20% of
technical resources involved
4. Control transfer from vendor to ROBI for rollout projects which itself saves a huge
amount of outsourcing and managed service cost
5. Total network swap (from one vendor to another vendor) used to take years. It is
estimated that this can be done within 6 months by ROBI now without involving extra
resource or 3rd party consultants

Page 9

Conclusion
From the above discussion we can easily understand that Robi Axiata Ltd. (Robi) is one
of the top mobile Company of Bangladesh. It covers the whole Bangladesh by its
network. At present, Robi is the prideful sponsors of Bangladesh National Cricket Team.
There are many product and services of Robi is available in Market. At this moment the
company is in growing position. But the strategies of the company will make the
company number one mobile company of Bangladesh. As a multinational company for
making the process more effective Robi should analyze the recruitment and selection
process of other multinational company of home and abroad. Moreover, its decisions are
based on facts from market research and coverage survey. The company also monitors it's
competitor's activities and is proactive in marketing decisions.

Page 10

References

(1) http://www.robi.com.bd/?lang=eng
(2) http://www.robi.com.bd/corporate/companyprofile/?lang=eng
(3) http://www.robi.com.bd/corporate/shareholders?lan
g=eng
(4) http://www.robi.com.bd/corporate/aboutus?lang=eng
(5) https://en.wikipedia.org/wiki/Robi